This week we were introduced to this class- what it will be about, and of course, the timeline to our 2 projects.
In creating an advertisement, we have to understand the audience the advertisement is intended for; their background, demographic, cultural reference. An advertisement is basically a way of persuasion – when advertising products, they’d persuade people to buy it. In PSA (Public Service Announcement/Advertisement), what’s being communicated/persuaded is an idea and awareness on certain topics, for the betterment of life quality. PSAs are non-profit advertising. They’re usually is a campaign and runs for a period of time, which demands consistency of the quality despite the usually limited budget.
Types of Campaign:
- Commercial Campaign. This type of campaign promotes commodity product and services by informing customers, or promotes individual & groups (political candidates, corporations). Can be found in almost any medium (print, radio broadcast, TV advertisement, online ad) as well as unconventional media and formats.
- PSA Campaign. This campaign serves the public interest, usually run by non-profit organisations (Unicef, United Colors of Benneton), or government. The objective is to educate people on significant social issues to stimulate positive social changes. In creating a PSA, general knowledge and awareness on what is going around us is important; for one, it allows us to communicate better in a way that is relatable to the general public.
- Cause Campaign (CSR – Corporate Social Responsibility). These campaigns are sponsored by corporates. It raises funds for non-profit organisations and run in paid media. They’re used in part to promote a corporation’s persona.
To kickstart this class, we begin with a light(?) exercise of making a poster out of a headline from newspaper.
I try to approach the topic from different sides – the “unemployed” factor (poor, ‘gabut’, confused) or the “educated” factor (hand holding a CV with a stamp ‘application denied’, or with a ‘poor future’ reflected on the wristwatch.)
This week we resumed working on our simple poster based on the newspaper headline.
Feedback on poster:
We also had to start coming up with idea for our PSA project, which will be about interpreting (current) local social issues in form of a poster. As a start of the brainstorming process, we were asked to think of 10 local issues and write them down on the board.
10 local social issues:
- Fake vaccine
- Jakarta Red Light District?
- Tax amnesty anxiety
- Education- constant change in curicculum
- Sentence for sexual offender too short
- Harassment in public transport
- Increase in tobacco price
- Prolonged trial (Jessica-Mirna case)
- Catcalling (from abang” 🙂 )
I see catcalling as one of the most persistent issue in Jakarta (perhaps in other cities of Indonesia as well). Might be doing the poster based on this issue – but first, a research and survey needs to be done.